If you can now buy a Suneet Varma sari for Rs 22,000, you have the designer’s wedding couture clientele to thank.
“We were creating a wedding trousseau last year and the bride-to-be said, 'Suneet, all my family members are demanding your saris as gifts, but how can I afford to buy so many?’” Varma told us, speaking on the phone from the Vogue Wedding Show in Delhi.
Fast-forward to March 22, in the middle of fashion week season, when Varma opened his first ready-to-wear (RTW) store at New Delhi’s DLF Promenade.
"I decided to start with saris, since they’re easy to produce and don’t create size issues," he says. "We spent time researching the rates of other retailers so that we could be competitively priced.”
Having separated his RTW production team from the couture arm of his company, Varma now has a business formula in practice for each.
“With our couture line, the last thing we finalise is the price, since with all the Chantilly lace, French chiffon and Swarovski crystals, we have no idea how much a sari will cost until it’s ready. With our prêt line, we worked backwards, determining the price first,” he says.
With his new RTW store, the designer joins the growing tribe of couturiers from Manish Malhotra to Tarun Tahiliani who are looking to create a retail empire rather than "be happy selling one sari a week", as Varma puts it.
Suneet Varma RTW store is located on the first floor of New Delhi’s DLF Promenade in Vasant Kunj.
You may also like:
Get stories like this on the Yahoo app and discover more every day.
Download it now.
Download it now.
- ENG won by 3 runsvs. ENGPAK2nd T20IFri, Nov 27, 2015Dubai, United Arab EmiratesEngland vs Pakistan T20 Se...
- IND won by 124 runsvs. SAIND3rd TestWed, Nov 25, 2015Nagpur, IndiaSouth Africa in India Test...
- ENG won by 14 runsvs. ENGPAK1st T20IThu, Nov 26, 2015Dubai, United Arab EmiratesEngland vs Pakistan T20 Se...
- live match NZ 11/0 (4.1 Overs)vs. NZAUS3rd TestLIVEAUS 224/10; NZ 202/10;Adelaide, AustraliaTrans-Tasman Trophy, 2015...
- Upcoming matchvs. HKAFGOne-off T20ISat, Nov 28, 2015Abu Dhabi, United Arab EmiratesAfghanistan in Hong Kong T...
- Upcoming matchvs. OMNAFG1st T20ISun, Nov 29, 2015Abu Dhabi, United Arab EmiratesAfghanistan vs Oman T20 Se...
- Upcoming matchvs. OMNAFG2nd T20IMon, Nov 30, 2015Abu Dhabi, United Arab EmiratesAfghanistan vs Oman T20 Se...